SEARS Arrive Campaign

To make Sears relevant to teens, we launched the Arrive Lounge and invited them for some social sampling. They discovered Vanessa Hudgens' videos, a web-reality series, clothes, music, and prizes like a VIP LA shopping spree. With a presence on Facebook, MySpace, YouTube and beyond, the campaign hummed through their networks. Two original Facebook games added to the fun. When time came for back to school shopping, they were ready to Arrive.

In fact, AdAge called Arrive Lounge, “the coolest digital destination for kids this fall.” And judging by the numbers, the kids agreed. Content distributed across 15 sharing sites generated overwhelmingly positive comments, and video viewership grew at an average of 42% per week. Above all, links to Sears.com pushed contextual commerce, driving traffic and purchase intent from a fresh, motivated audience.